The Monday Morning Memo is an always great source of practical inspiration for direct marketing. Here's one you should read: Direct-Response Ad Writing: How to Do It Right.
What makes a message fail?
- The ad is not remarkable. People aren't talking about it.
- The ad is not credible. In other words, it's hype.
- The message isn't urgent. There is no need to take immediate action.
He's talking specifically about direct-response radio ads. But it applies to fundraising almost exactly. Your fundraising fails because:
- Your fundraising isn't specific and exciting. You're expecting donor to "support us" or buy in to your process (rather than your outcomes), or you aren't connecting action with their values.
- Your fundraising isn't believable. You aren't connecting with the donors. You're relying on hype, abstraction, or jargon.
- Your fundraising isn't urgent. A gift tomorrow is just as good as a gift right now ... which means no gift at all.
Fundraising is a difficult task. The target is far away, and very small. It takes discipline to succeed.
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from Future Fundraising Now https://ift.tt/2HvRmrK
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